De la marque traditionnelle à la marque atypique : l'exemple de la marque olfactive

Abstract : European law allows theoretically since 1988 the registration of all kind of trademarks, olfactory ones included. The legal protection of such signs using trademarks law became necessary with the birth of olfactory marketing. However, in the actual state of knowledge, the requirement by the European Court of Justice of a graphic representation as a condition to the registration is an obstacle to the effective registration of olfactory trademarks. In addition, consumers do not regard fragrances as actual distinctive signs, so the distinctivity of such trademarks is often debated. In order to allow such a protection, the place of olfactory signs shall be legitimated. This legitimization shall be obtained by realizing a precise analysis of the context of evolution of this sign (both national and international). Its ability to adapt to trademark law will thus be demonstrated. Once the place of olfactory signs is justified, it will be possible to show that fragrances deserve the qualification of olfactory trademark. Indeed, nowadays, scientific progress allows the graphic representation requirement to be satisfied, and it appears that, in practice, the distinctivity of fragrances is effective. Olfactory trademark should then be completely admitted.
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Amandine Esquis. De la marque traditionnelle à la marque atypique : l'exemple de la marque olfactive. Droit. Université de Lorraine, 2014. Français. ⟨NNT : 2014LORR0023⟩. ⟨tel-01750921⟩

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